How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?

• Main Authors: Luyi Qiu, Aro I, Timothy J. Lee, Jinok Susanna Kim
• Format: Article
• Language: English
• Published: MDPI AG 2021-08-01
• Series: Sustainability
• Subjects: music festival; sustainable event; advertising; decision-making
• Online Access: https://www.mdpi.com/2071-1050/13/17/9710

This research aims to investigate the possibilities of event visitors being persuaded to purchase tickets by music festival advertising on social media. Music festival and social media in general were chosen to be analyzed in two major areas: advertising formats and persuasion. Moreover, general perception towards music festival advertising on social media and the relationship between social media advertising with tactics were examined. The main objective of this research was to investigate the relationship between the use of social media advertising and the purchase of music festival tickets. To investigate the analysis of how consumers perceived music festival advertising on social media and the possibilities of being persuaded to purchase the festival ticket, a quantitative offline questionnaire method was adopted and applied. It was identified that general perception toward music festival advertising on social media is positive. Furthermore, it was found that being persuaded by social media advertisement to purchase music festival ticket is positive as well. The findings of this study concluded that consumers might be persuaded to purchase the music festival ticket although different conditions were applied to the social media advertising.